| Summary: The purpose of this PhD thesis is: improving the customer based brand equity approach of the brand equity measuring methods by a new point of view. In this context, one of the most common scales in the literature was expanded and combined with analytical hierarchy process (AHP). In this way: providing benefits to the enterprises, related researchers and investors was intended.
The research population of the study is the households of the city centres in West Black Sea Region. The subjected brands belong to national large sized enterprises which manufacture panel furniture and have market across the world. The data about the enterprises were collected from the TOBB database while the data about household were taken from TUİK database. In the research, first of all it was asked from the consumers to evaluate the brands by answering the prepared survey. According to the done statistical analysis, the equity of the brands and the factors effective on this evaluation were identified. The main purpose in this part is discovering the criteria which will be used in the hierarchy of AHP. As a result of the findings, an AHP survey was created to be answered by the experts. The findings of the AHP demonstrates how important are the criteria of consumers for the enterprises and the order of the most rational decisions to create brand equity
Keywords: Brand, Customer based brand equity, Analytical hierarchy process, furniture |
